View-through conversion
Also called view-through, VTC.
A conversion credited to an ad the person saw but did not click.
Ad platforms can credit a conversion to an ad impression with no click, if the person bought within a short window after seeing it. Meta's default for website conversion campaigns includes a 1-day view window.
View-through conversions are real influence in some cases and coincidence in others: someone who was going to buy anyway scrolled past an ad. No tool outside the ad platform can see the view, so these conversions explain part of the gap between Ads Manager and your store. See Meta ads vs Shopify.
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